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Understanding the audience: How BMW Engage Millennials

Every successful campaign starts with knowing who your audience is and how you can reach them most effectively. One great example of such is BMW in their Road to Coachella campaign.

BMW’s Road to Coachella campaign was targeted at millennials and what better way to reach them than at the highly anticipated music and arts festival – Coachella. Essentially, BMW inserted themselves into the conversations among millennials to be at the forefront of pop culture. This presents BMW with an opportunity to engage and appeal to its target audience for their new product – BMWi.

In the spirit of celebrating art, BMW designed and wrapped the BMWi with occasion-specific design and invited celebrities such as Paris Hilton and Dorothy Wang on board. BMW understood that millennials are often online, and hence, creating an integrated ecosystem by running a social media campaign. This ensures that conversations about both BMW and Coachella are always present and on-going from pre to post festival.

With millennials being most active on social media and into the Coachella scene, BMW managed to be at the forefront of their target audience’s minds to appear relevant and trendy to them. The results of understanding the audience speak for itself:

o #ROADTOCOACHELLA (over 33M impressions and 2.5K mentions)

o VIDEO CAMPAIGN (over 820K views, 85K likes and 2.1K comments)

o INFLUENCER CAMPAIGN (over 20.5M impressions, 240K likes, 150K original video content views and 1.2K comments)


Takeaway for brands: It is important to learn as much as you can about your target audience to develop a great understanding. This understanding will drive your marketing strategy to be at the right place, at the right time. Remember, creating campaigns that resonates are important to build a real, genuine connection with your audience.

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